PARSIPPANY, N.J. -- Wingate Inns International rolled out a
frequent guest program, dubbed U1, aimed at the brand's
technologically savvy customers.
The Cendant brand announced U1 in late May. The program is
paperless, as everything from enrollment to the mailing of monthly
statements is done electronically or via the Internet.
Customers can enroll either through the Wingate site, atwww.wingateinns.com, or at the front desk of any
Wingate property. Statements will be sent via e-mail, and customers
can check account information through the site.
Michael LaCosta, public relations manager for Wingate Inns, said
U1 was designed to be paperless because Wingate's customer base
uses technology more than the average hotel customer.
Approximately 80% of Wingate Inns customers are business
travelers, according to LaCosta, and 60% of itsguests bring laptops
on trips.
"We wanted to start up a program that was more inclusive than
what we were running," said LaCosta.
"We wanted to make a program that would benefit members and, at
the same time, we wanted to put more of a high-tech focus in the
program because that's what the brand is all about."
Wingate has no projections or target enrollments for U1.
U1's redemption system is very simple: Points can be used on
charitable donations, gift certificates or discounts on airline
tickets, as well as the usual free stays. Members will earn one
point for every dollar spent at a Wingate property; 1,000 points
are needed for a free night at any Wingate hotel.
In the next couple of months, the company will add a
personalization feature which will enable guests to build a
personal profile.
LaCosta said customers could indicate some of their preferences,
which will be available to every hotel in the Wingate system.
The second phase of the personalization process is the rollout
of the MyWingate page.
When staying at a Wingate, customers will be able to access
personalized information through the property's Internet system.
Wingate hotels feature Internet-capable television.
As an example of the personalization, LaCosta said members who
want to know their hometown weather while on the road can find out
merely by booting up their MyWingate page.
"It's there to benefit the guests, to make their stay better and
easier when they come," said LaCosta.